At the beginning of 2018, Facebook switched up its algorithm in an attempt to “fix” the News Feed by promoting more posts from family and friends and demoting content from businesses, brands and media.

The move actively distanced brands from their followers on the platform by limiting exposure to organic content posted by businesses. At first glance, the only solution for brands was to invest more in their Facebook ad campaigns, but some businesses have found an alternative to connect with their audience by building vibrant Facebook Group communities.

Facebook Groups: “A game-changer”

In 2012, Mary Dell Harrington and Lisa Heffernan launched their website Grown & Flown, an online publication for parents of children ages 15 to 25. Three years later, they started a Facebook Group for their website, and according to the co-founders, it turned out to be a key strategic decision.

“We started a Facebook Page when we started the site as a way of putting the content out there, and then about three years ago we started a Facebook group which was a game-changer in terms of hearing more from a community of parents about what mattered to them, what was important to them, what they worried about, and keeping our finger more on the pulse of parents in that demographic,” says Heffernan.

The Grown & Flown Facebook Group is a closed group – meaning members have to be approved before the can